中国图书国际营销策略研究

发布时间：2018-02-10 07:52

本文关键词： 中国图书 SWOT分析目标市场选择战略国际市场营销组合策略　出处：《东北财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化的迅猛发展,世界各国之间的影响与互动愈益加强,各国间的文化交流日益频繁,不同的文化思想在世界范围内传播。在此背景下,世界出版业也发生了重大的变革,世界出版格局和运作方式有了全新的变化,出版资源和出版要素跨国配置,跨国出版企业在海外的出版实力和影响有了明显的扩大。种种迹象表明,出版全球化已经成为世界全球化进程中的一种重要现象。出版全球化的特点表现为三个方面：首先,图书市场全球化。各种国际图书博览会举办的次数越来越频繁,规模越来越大,组织水平越来越高,参展的国家和人数也越来越多。其次,图书贸易的全球化。国际图书贸易是世界出版业的重要组成部分,图书贸易的全球化既体现了图书的世界性,也是对全球出版资源的优势互补。第三,图书制作全球化。图书制作不再局限在一个国家,对一个选题,出版企业可以利用世界各地的学术人力资源去完成。越来越多的出版商、书商面向世界进行策划、组稿、挑选作者、进行跨国编辑、审篇、制作、出版图书,并向各国销售。跨国界的图书制作对于优化配置、共享全球出版资源、丰富世界文化的内涵、促进全球意识的生成具有很重大的意义。总之,出版企业把世界图书市场联成一体,使图书出版成为一种全球性事业。自2001年中国加入WTO以来,中国政府和出版行业不断加大对图书贸易的关注和支持力度,大力推进中国图书“走出去”战略的实施。在该阶段,中国的图书贸易实现了较快的发展,贸易规模不断扩大。逐渐增长的贸易额显示了中国的出版业正逐步走向世界,出版国际化程度正在不断提高。但是,中国出版业走出去,尚处在初级阶段,走出去的步伐受到众多不利因素阻碍,比如,中国出版业的市场化程度比较低,缺乏先进的营销管理模式,营销手段比较单一落后,对国际图书市场缺少统一而全面的认识等等。中国出版业越来越认识到营销在图书市场中的重要作用。因此,中国出版业有必要全面开展营销活动,尤其是树立图书营销意识,综合分析国际图书市场,选择合适的营销策略以及分销渠道。目前,国内尚缺乏对中国图书国际营销策略详细而系统的研究。本文的主要研究目的就是将现代营销学的相关理论运用到中国出版业的运营中,有针对性地提出中国图书参与国际市场竞争可采取的国际营销策略,以期为推动中国图书更好地融入世界提供理论依据。本文综合运用了文献研究方法、量化分析方法以及案例分析方法,全面分析了中国图书出口的现状,试图让中国的图书出版企业了解目前中国图书的出口规模、主要出口品种以及输往地区。在此基础上运用SWOT分析方法对中国图书在国际市场上的竞争优势和劣势以及所面临的机遇和挑战进行了详细剖析,进而提出了中国图书进入国际市场可采取的目标市场选择战略以及国际市场营销组合策略。通过对中国图书出口现状的分析,作者发现,虽然近年来中国的图书贸易发展迅速,贸易规模不断扩大,贸易逆差逐步缩小。但仍然存在很多问题：第一,出口图书品种的学科分布不均衡。目前出口的图书内容大多数还只是集中在文学、文化、历史、艺术、中医等中国传统题材上,自然、科学技术类、少儿读物类、综合类图书所占比重小,输出内容的单一使得中国很多优秀作品到国外表现出明显的不适应性；第二,存在语言障碍,输出地区过于集中。由于汉语不是世界上的通用语言,中文图书的受众范围比较小,主要集中在亚洲地区,目标读者群主要是旅居海外的华人、进行中国或中国文化研究的研究人员、学者、学生、汉学家以及对中国文化感兴趣或好奇的外国人；第三,翻译质量低劣。近年来,国内虽然翻译出版了很多外文图书,受翻译的影响,其内容并没有做到贴近目标市场,末能在主流文化中产生较大的影响；第四,营销渠道过于狭窄。目前中国图书的出口只能通过有限的平台进行。如大多数成品图书的出口通过国内的一些经过授权的图书进出口公司来完成。而版权输出则严重依赖国际大型书展；最后,缺少具有国际影响力的品牌图书。截至2012年年底,中国国内出版社有580家,年出口图书1325.69万册,输出图书版权7568种,但是具有国际影响力的图书却非常少。尽管中国的图书在进入国际市场的过程中还存在上述劣势,但是经济全球化、中国经济的迅猛发展、中国国际地位的提高以及中国政府的政策支持为中国的出版业带来了机遇。中国出版业可以抓住机遇,发挥文化资源和低劳动力成本优势,规避自身劣势,合理选择目标市场。按照地理位置,中国出版企业可以选择的国际目标市场为：亚洲市场、北美市场、欧洲市场和其他市场。为使中国出版业更好地进入目标市场,本文认为可采取如下国际营销组合策略：品牌策略、促销策略和营销渠道策略,来推动中国图书走出去,提升中国图书在国际图书市场上的竞争力。选题是出版之本,没有好的选题,就不可能有优秀的图书。因此,中国的图书出版业打造国际品牌图书的第一步就是精心策划选题。选题时充分考虑外国读者的文化背景,包括读者的宗教信仰、礼仪风俗、阅读习惯和审美情趣等,策划外向型的图书。由于汉语不是世界上的通用语言,中国的图书往往是通过译本的形式呈递给外国读者。优秀的选题能否在外国读者中产生影响,很大程度上取决于翻译质量。因此打造品牌图书的第二步是确保图书的翻译质量。对于如何保证图书的翻译质量的问题,作者提供了三点建议：首先通过资助的方式鼓励热爱中国文化的汉学家翻译；其次,中外翻译家合作翻译；最后,培养国内翻译人才。图书质量好坏的另一个关键因素就是图书的装帧设计。它已经成为书业企业的一种竞争策略,是提高市场占有率的一种有效途径。因此,打造品牌图书的第三步就是图书的装帧设计要符合国外读者的审美观。品牌标志也是图书品牌建设中的一个重要环节。品牌标志以形象、直观的形式向消费者传达品牌信息,以创造品牌认知、品牌联想和消费者对品牌的忠诚感,从而给出版业带来更多的价值。因此,中国的出版业在创建品牌标志时,要经过系统的规划和思考。出版企业有了适销对路的图书产品,但读者对此一无所知,那么图书再好,也不会有人问津。图书促销正是将图书出版业的产品及服务的有关信息通过宣传推广,让读者认识图书及服务所能带来的好处,诱发读者需求,激发读者购买欲望,促进读者采取购买行为以实现图书销售。本文认为,中国的图书企业可采用下述营销工具进行促销：书目营销、人员推销、广告促销、销售促进、公共关系。营销渠道是图书营销中的一个重要环节,没有渠道再好的产品也无法售出。在营销渠道的选择上,作者认为中国图书的海外营销渠道应该朝着多元化、网络化的方向发展。因此,本文总结了近年来国外比较流行的图书销售渠道,包括直销渠道、批发商渠道、零售商渠道、代理商渠道、图书俱乐部渠道、图书馆供应商渠道以及网络书店渠道,供中国的图书出版业选择,以期拓宽中国图书的海外营销渠道,使中国的图书更快地走向世界。总之,中国五千年的文明史造就了丰富的文化资源。而图书作为文化传播的一种重要载体,图书出口有利于提高中国文化在国际市场的竞争力和影响力。要使中国图书走的更远,离不开营销环节。如何利用各种国际营销策略,推进中国图书的出口,已成为所有谋求国际发展的中国出版企业所必须做出的抉择。
[Abstract]:With the rapid development of the globalization of the economy , the influence and interaction between the countries of the world are becoming more and more intensive , the cultural exchange among countries is becoming more and more frequent , and the different cultural ideas spread in the world . In this context , the world publishing industry has undergone great changes , the world publishing pattern and the operation mode have a new change , and the publishing strength and the influence of the transnational publishing enterprises are obviously enlarged . There are indications that the publishing globalization has become an important phenomenon in the process of globalization of the world . The globalization of books and trade is an important part of the world ' s publishing industry . Since China ' s accession to the WTO in 2001 , the Chinese government and the publishing industry have continuously increased the focus and support of the book trade , vigorously promoted the implementation of the " go out " strategy of Chinese books . At this stage , China ' s book trade has achieved faster development , and the scale of trade is expanding . The growing trade volume shows that China ' s publishing industry is moving towards the world , and the degree of internationalization is increasing . However , China ' s publishing industry is still in the primary stage , and the pace of going out has been hindered by many unfavorable factors , such as the relatively low marketization of China ' s publishing industry , the lack of advanced marketing management mode , the lack of a unified and comprehensive understanding of the international library market , etc . The Chinese publishing industry is increasingly recognizing the important role of marketing in the book market . Therefore , it is necessary for China ' s publishing industry to carry out marketing activities comprehensively , in particular to establish the book marketing awareness , comprehensively analyze the international library market , select the appropriate marketing strategy and distribution channels . At present , there is a lack of detailed and systematic research on the international marketing strategy of Chinese books . The main purpose of this paper is to apply the relevant theories of modern marketing to the operation of China ' s publishing industry , and put forward the international marketing strategy which can be adopted by Chinese books in the international market competition , with a view to providing theoretical basis for the better integration of Chinese books into the world . This paper makes a comprehensive analysis of the present situation of China ' s book exports by using the literature research method , the quantitative analysis method and the case analysis method , and attempts to make the book publishing enterprises of China understand the current export scale , main export varieties and transmission areas of Chinese books . On the basis of this , this paper makes a detailed analysis of the competitive advantages and disadvantages of Chinese books in the international market , as well as the opportunities and challenges faced , and then puts forward the target market selection strategy and the international marketing combination strategy that Chinese books can take into the international market . The author finds that although China ' s book trade has been developing rapidly in recent years , the scale of trade is expanding and the trade deficit is gradually reduced . However , there are still many problems . Although China ' s books still have the above disadvantages in the process of entering the international market , the economic globalization , the rapid development of China ' s economy , the improvement of China ' s international status and the policy support of the Chinese government have brought opportunities for the publishing industry in China . China ' s publishing industry can seize the opportunity , play cultural resources and low labor cost advantages , avoid its own disadvantages and reasonably select the target market . According to the geographical position , the international target market that the Chinese publishing enterprise can choose is : the Asian market , the North America market , the European market and other markets . In order to make China ' s publishing industry enter the target market better , this paper believes that the following international marketing strategies : brand strategy , promotion strategy and marketing channel strategy can be adopted to promote Chinese books to go out and promote the competitiveness of Chinese books in the international library market . The second step of creating brand books is to ensure the quality of translation of books . The second step in building brand books is to ensure the quality of translation . Publishing enterprises have marketable book products , but readers don ' t know anything about it . The book is good for readers to know the benefits of books and services , to induce reader demand , to stimulate readers to buy desires and to promote readers to purchase behaviors to realize book sales . In this paper , Chinese library enterprises can use the following marketing tools for promotion : booklist marketing , personnel promotion , advertisement promotion , sales promotion and public relations . The marketing channel is an important part of the book marketing , and there is no better product for sale . In the choice of marketing channel , the author thinks that the overseas marketing channels of Chinese books should be developed in a diversified and networked direction . Therefore , this paper summarizes the popular channels of book sales abroad in recent years , including direct marketing channels , wholesalers , retailer channels , agent channels , book club channels , library suppliers channels and online bookstore channels for the selection of China ' s book publishing industry , with a view to widening the overseas marketing channels of Chinese books and making China ' s books more rapidly to the world . In short , the history of Chinese civilization has created rich cultural resources . As an important carrier of cultural communication , books export is beneficial to improve the competitiveness and influence of Chinese culture in the international market . How to use various international marketing strategies to promote the export of Chinese books has become a choice for all Chinese publishing enterprises seeking international development .

【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G239.2-F

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